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IBM…creating the future of learning
© 2005 IBM Corporation
Marketing Collateral
Claire White
IBM UK Ltd
CEdMA Europe Conference, May 2008
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Topics
What counts as Marketing collateral?
Who is our audience?
How do we target our audience?
Where do you get your budget from?
Global vs Local?
How can we maximise company collateral?
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What counts as Marketing collateral?
1. Catalogue- printed glossy catalogue
2. Flyers (Trifold or A4)
- concise description on product/service information. Can include promotional text also.
3. Brochures- understand the company’s strategy for a solution, product or service (multi-pages A4)
4. Presentations- high quality content for Customers, internals, partners, conferences, etc …
5. Web (online repository of softcopy collateral)
6. Student materials/kit- classroom handouts and training requirements
7. Roadmaps- flowchart of training paths recommended to follow
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What counts as Marketing collateral?
8. Customer References/Case Studies- demonstrates proven ability to deploy a product or service to help clients achieve their objective
9. Sales Newsletters- designed for specific target audience about common issues and topics of interest
10. Solution Brief- More in depth description of a solution brief
11. Executive brief (high level discussion on Training)
12. White Paper
13. Data Sheet
14. ....
Top 3?
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Who is our audience?
IT Professionals ( previous students and new targets )
Training Managers
IT Managers
HR Managers
Business Managers ( sales, marketing, support, finance, etc…)
Board Level Executives
Internal Education/Training Personnel
Internal Sales Teams / Pre-Sales / Services Consultants / …..
Solution Focused and other Company Internal Marketing
Education Re-sell and Delivery Partners
….
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Who makes IT Training purchasing decisions?
Table 1: Who makes IT training services purchasing decisions?
All decisions Most decisions Some decisions None
HR/Training function (central) 11% 22% 32% 35%
HR/Training function (local) 9% 16% 35% 39%
Dept line managers 5% 16% 49% 29%
Functional directors 15% 20% 36% 29%
Source: Institute of IT Training, Annual Survey Report - 2007
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How do we target our audience
Collateral
Audience
Awareness Interest Core
Executive ▪ Overview brochure ▪ Catalogue
IT / Training
Manager/Budget
Holder
▪ Overview brochure ▪ Client Presentation
▪ Case Studies
▪ Roadmaps
▪ Newsletters
▪ Catalogue
Student/Individual ▪ Newsletters
▪ Catalogue
▪ Flyer
▪ Roadmaps
▪ Student kits
Internal Sales/Pre-
sales/Services
Consultants
▪ Presentations ▪ Customer References
▪ Sales newsletters
▪ Catalogue
▪ Roadmaps
▪ Flyers
▪ Call scripts
Company Marketing ALL MATERIAL ALL MATERIAL ALL MATERIAL
Address the right audience with effective content
Audience/Collateral Matrix
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Preferred method of purchasing IT training services
Source: Institute of IT Training, Annual Survey Report - 2007
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Collateral Budget
1. Budget as part of P&L held by Training Business Manager
2. Use company Marketing budget
What is your budget ?
Is it growing or shrinking YOY ?
If you could spend on 3 items of collateral, what would they
be?
Is there budget for printing or is softcopy preferred ?
Questions:
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Global vs Local Collateral?
Pro’s…
1. Less production costs
2. Faster to market
3. Consistent messaging
4. ….
Cons…
1. Information not always relevant at country level
2. Does not understand local trends
3. Terminology may differ and be misunderstood
4. Costly to localise
5. ….
Who uses the global approach?
How long have you been doing this and why?
Any plans to change ?
Questions:
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How to maximise inclusion in Company collateral?
1. Awareness in company Marketing team
2. Understanding the company communication channels per audience
(internal & external)
3. Understanding the company Marketing calendar
4. Links from other company websites to Training
5. Clear and concise material adding value to reader
6. ….
Do you follow a similar approach?
How do you find this?
Challenges?
Questions:
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Thank you
Not another teacher strike!